The history of marketing in Algeria: From the traditional approach to digital transformation
Abstract
The history of marketing is part of an evolutionary process marked by economic, social, and technological transformations that have redefined commercial practices worldwide. From simple commercial exchange, it has become a strategic discipline, now incorporating digitalization and new technologies as levers of competitiveness. This article aims to analyze the major stages in the evolution of marketing, from its industrial origins to its digital transformation, while paying particular attention to its adaptation in the Algerian context.
The main issue addressed in this paper is: What are the main stages in the global evolution of marketing, and how have these changes been reflected in Algeria's economic and social context? This question is broken down into three sub-questions about the historical phases of marketing, the specific features of its development in Algeria, and the impact of digitalization on local business practices.
Methodologically, the study is based on an exploratory qualitative approach, founded on an in-depth documentary analysis. The corpus includes theoretical sources and works applied to the Algerian context. This cross-referencing of theoretical and empirical data allows for a diachronic reading of the evolution of marketing, while linking global trends to local specificities.
The results highlight that marketing in Algeria has undergone a slow but steady evolution, influenced by national economic changes and globalization. After a long period of state control, the economic reforms of the 1990s promoted market liberalization and the adoption of new commercial practices. The study reveals that, starting in the 2000s, the spread of the Internet, the rise of social media, and the growth of startups accelerated the transition to digital marketing. This evolution has also brought new challenges related to training professionals, mastering digital tools, and adapting marketing strategies to the cultural and behavioral specificities of Algerian consumers. These factors determine the success of digital transformation and the ability of companies to take advantage of the opportunities offered by the digital market. Today, Algerian companies are striving to integrate digital tools, strengthen their online presence, and develop a customer-centric approach, combining the benefits of traditional and digital marketing to increase their performance and competitiveness. At the same time, the growing influence of young, tech-savvy consumers is reshaping brand communication and encouraging companies to adopt more interactive and personalized approaches. The development of digital entrepreneurship and the emergence of innovative startups also contribute to modernizing the marketing ecosystem and fostering a more dynamic competitive environment. However, the success of this transition also requires a favorable institutional framework, strategic support from public authorities, and greater awareness of digital culture.
Key words: Historical development; the Algerian economy; marketing practices; digital marketing.
